Data-Driven Strategies Questionnaire Content & Design

1. Data-Driven StrategiesQuestionnaire Content & Design National Association of Wholesaler-Distributors January 28, 2008 Michael Sherman, Ph.D., CAE

2. Outline • 7 Measures Methodology • Data-Driven Strategies • Research Tools • Response Rates • Questionnaire Design • Incentives

3. Outline • Review of Surveys & Questions • General • Demographics • Content • Rating Scales • Ranking • Lists • Format • Golden Rules of Surveys

4. What Remarkable Associations Do That Others Don’t

5. Measure 3 • Data-Driven Strategies

6. Data, Data, Data • Gather • Analyze • Use

7. Research Tools • Member Needs Surveys • Meeting Evaluations • Readership Surveys • Customer Service Metrics • Exit Surveys

8. Research Tools • Educational Needs Assessments • Government Affairs Priorities • Financial Performance • Web Metrics • Meeting Statistics

9. Response Rates • 15%-50% Typical • Declining • Respondents should be representative • Good questions encourage good response

10. Questionnaire Design • State purpose • Time required • Confidentiality • Minimize burden • Avoid open-ended • Online: follow up often

11. Incentives • Drawings • Discounts • Donations

12. Review of Surveys & Questions

13. General

20. Demographics

26. Content

40. Rating Scales

48. Ranking